Although US children are viewing fewer " unhealthy " sugary, fatty foods advertised on TV, University of Illinois researchers have found that advertisers have increased advertisements for " fast foods "! They cite recent research showing that children watching cartoons consumed 45% more snacks when they were exposed to food ads. The food industry has, expectedly, repudiated the findings whilst noting that parents need to be aware that junk foods still feature heavily in TV ads. However, it took the opportunity to announce that it had developed new uniform nutrition criteria for foods that can be advertised to children.

Since the criteria will not go into effect until 2014, US parents concerned for their children's health still must await years for proof that " self-regulation" by commercial interests works. Unfortunately it would appear that the UK government is still adopting a similar non-regulation/legislative approach.